23 Jun

#LikeAGirl and Advertising for Change

Every February, millions of Americans settle themselves into their couches, consume copious amounts of food, and tune in to watch one of the most popular televised events: the Super Bowl. This annual phenomenon is the largest game in professional football, but if you’re anything like me, you only tune in to watch the ads.

Although many of the 2015 Super Bowl ads caught my eye, one in particular completely blew my mind. Procter & Gamble’s groundbreaking #LikeAGirl campaign has become a viral sensation with the goal of redefining and challenging gender stereotypes. The campaign, created by Leo Burnett, completely swept the D&AD awards in London in May and is predicted to earn similar praise in the upcoming Cannes Lions International Festival of Creativity in June.

It’s no surprise that this campaign has earned so much recognition; #LikeAGirl is a spectacular example of a brand going above and beyond its duty to society. According to a study conducted by P&G, 76 percent of women and 59 percent of men ages 16-24 said the video changed their perception of the phrase “like a girl.” The campaign utilizes creativity for social good, encouraging viewers to redefine social and cultural misrepresentation of women.

Working for a marketing agency that is made up of strong and incredibly talented women, I’m thrilled that large brands are taking the social initiative to redefine gender stereotypes. We market like girls, we communicate like girls, we strategize like girls, and we do an amazing job.

What do you think about large brands using their power for social change? Do you think the #LikeAGirl campaign is effective?

To watch the viral video that started it all, click here.